THE IMPACT OF MARKETING RESEARCH ACTIVITIES ON MARKETING PERFORMANCE IN TEXTILE COMPANIES: A STUDY IN DENİZLİ

Öz

Marketing research is one of important factors that affect marketing performance. In literature, effects of various marketing research activities on business or export performance were analyzed. However, there is a lack of studies in literature explaining the effects of marketing research activities on marketing performance in textile companies. The objective of this study is to determine the marketing research activities that affect marketing performance and the degree of these effects. On this account various statistical analysis were applied to data collected from companies in Denizli Organized Industrial Zone. The empirical results indicate that marketing information collection vehicles and marketing research information types have different effects on marketing performance. Furthermore, the research also clearly indicates that marketing research budget has a positive effect on marketing performance but it is not the strongest effect

Anahtar Kelimeler

• Marketing Research Activities, Marketing Research Budget, Marketing Performance, Textile Companies

TEKSTİL İŞLETMELERİNDE PAZARLAMA ARAŞTIRMASI FAALİYETLERİNİN PAZARLAMA PERFORMANSINA ETKİSİ: DENİZLİ’DE BİR ÇALIŞMA

Öz

İşletmelerin pazarlama performanslarını etkileyen önemli faktörlerden birisi pazarlama araştırmalarıdır. Literatürde farklı pazarlama araştırması faaliyetlerinin işletme ya da dış ticaret performansa etkileri incelenmiştir. Ancak tekstil işletmelerinde pazarlama araştırması faaliyetlerinin pazarlama performansına etkilerini açıklayan çalışma bulunmamaktadır. Bu çalışmanın amacı pazarlama performansına etki eden pazarlama araştırması faaliyetlerinin ve bu faaliyetlerin etki düzeylerinin belirlenmesidir. Bu doğrultuda Denizli Organize Sanayi Bölgesi’ndeki işletmelerden toplanan veriler çeşitli istatistiksel analizler ile test edilmiştir. Analiz sonuçlarına göre pazarlama bilgisi toplama araçları ve pazarlama araştırması bilgisi türlerinin pazarlama performansı üzerinde farklı etkileri olduğu saptanmıştır. Bunun yanı sıra pazarlama araştırması bütçesinin de pazarlama performansı üzerinde etkili olduğu ancak pazarlama performansını etkileyen en önemli etki olmadığı tespit edilmiştir.

Anahtar Kelimeler

• Pazarlama Araştırması Faaliyetleri, Pazarlama Araştırması Bütçesi, Pazarlama Performansı, Tekstil İşletmeleri

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